Topps packed the 1^st series with a lot of star power, as the set contains 7 Hall of Famers in the first 20 cards and 23 HOFers in the first 100 cards.  With 407 cards, the 1957 Topps Baseball Card set was the largest set that Topps produced up until that time.  That said, that number would be bested the following year and again in 1959.

There is still no Stan Musial card in the set. Stan had a $100,000 a year salary and felt that he was worth more than the $125 that Topps paid each of the players.  Stan would finally consent to having his images put back on cards in 1958.

Dean’s Cards builds over 100 vintage sets each year and the1957 Topps Baseball Card set is definitely one of the tougher sets to put together.  Not only does the 1957 Topps set have eight great rookie cards, but also the 4^th series is so scarce that it is tough to complete – especially in higher conditions.

The 1957 Topps set contained two multi-player cards of the Dodgers Sluggers #400 and Yankees Power Hitters #407.  Topps would continue the trend of the Multi-player star cards for another dozen years.  It is was great way to get the stars of the day on one more card.

Topps also inserted 4 contest cards, an ad card and 4 contest cards into the set.  The checklist cards are near impossible to find in nice condition, as many were either marked up or discarded by the kids.  Because of the cost of the checklists and ad cards, most collectors consider the set complete without any of these special cards or the Baker Error Card.

The 1957 Topps Baseball card set facts:

• 407 cards, issued in 5 series
• Card Size: 2 ½” x 3 1/2”
• Innovations: Color photographs, smaller card size, complete player stats on back of the card & largest # of cards in a set to date.
• Rookie Cards: 18 (including Rocky Colavito & Bobby Richardson)
• 7 Hall-of-Famer Rookie cards: #338 Jim Bunning, #18 Don Drysdale, #29Whitey Herzog, #312 Tony Kubek, #24 Bill Mazeroski, #328 Brooks Robinson & #35 Frank Robinson.
• Toughest Series: The 4^th Series (Cards #265-352)
• 33 Cards of Hall-of-Famer Players
• Coolest Card:  #165 Ted Kluzewski
• Most Expensive Card: #95 Mickey Mantle
• Rare Error Card: #176 Gene Baker (spelled Bakep on back)
• Hardest to card find: The checklist cards in nice condition
• Most Interesting card:  #20 Hank Aaron with the reversed image
• HOF Player’s Best Card: #210 Roy Campanella
• Missing in Action: Stan Musial

Click Here to buy 1957 Topps Baseball Cards

Click Here to Sell your cards

The cards are as follows:

The upstart Brooklyn based Topps company carefully planned their attack on Bowman’s dominant position in the baseball card market.  The 1952 Topps Baseball Cards were the first set that was issued in six series.  Each series was carefully proportioned with a fairly equal number of stars and players from each team.  The 1952 Topps cards were 52% bigger in size than the 1952 Bowman cards and had 61% more cards in the set.

Topps clearly saved the best for the last series that aimed directly at their hometown and biggest market.  Series #6 was a Who’s Who of Gotham stars starting with the first card in the series, #311 Mickey Mantle.  This was followed by #312 Jackie Robinson, 1951 Giants “Shot heard around the world” Hero #313 Bobby Thompson, #314 Roy Campanella and #315 Leo Durocher.

Most people can name the most valuable post-war baseball card as the 1952 Topps #311 Mickey Mantle, but few realize that it was “double printed”, which means that the printed sheets contained two Mantle cards and twice as were printed when compared to normal cards.  (The first three cards of the 6th series were double prints.)  One can only guess what the value of Mickey’s 1952 card would be if it were not a double print!

These cards were soon followed in the 6th Series by more stars from New York City, such as Bill Dickey and the rookie cards of Gil McDougald, Joe Black, Hoyt Wilhelm and Boston’s Eddie Mathews.  Unfortunately, most collectors would never get a chance to purchase these great cards of Series 6.  Many retailers, who had not yet become accustomed to late season attraction of the super stars in the last series, refused to buy more product in September and did not place orders for the sixth series of cards.

The 1952 Topps 6th series was distributed in such low numbers that it is the toughest and most expensive high number series in the history of collecting and the hardest set to complete.  For the next decade, Topps tried to give away these cards at various promotions, until they finally gave up and dumped the remaining 1952 Topps cards into New York Harbor!  Just think, in 1960 someone could have purchased these cards from Topps for pennies on the dollar.

Dean’s Cards is currently offering the best selection of 1952 Topps cards that we have ever seen.  We have just added about 400 of the 1952 Topps baseball cards to our inventory, including many high numbers.  Although the cards vary in condition, many grade PSA 6, PSA 7 and PSA 8.  One of the #261 Willie Mays came back as a PSA 7.5!

PSA graded the Mantle as a 5, which is a joke.  (In my humble, yet biased opinion.) If it were any other card, it would bet it came back as a 6 or 7.  Please feel free to take a look at the scan and video and see if you can see a flaw.

The very nice 1952 Topps Reprint set is available at Dean’s Cards for the budget collector.  The 1952 Topps Reprint Baseball Cards are an affordable way to buy a Complete Set or build a Team Set at an affordable price.  Here is your chance to own a 1952 Topps Mantle.

1952 Topps baseball card set facts:

• Issued by: Topps Gum Company
• ACC#: R414-6
• Size: 2 5/8” x  3 3/4”
• 407 cards.  Issued in 6 series.
• Innovations: Largest card size to date, Largest set in number of cards, Color Team Logos, detailed player statistics and stories.
• # of Rookie Cards: 30
• Most Expensive Card: #311 Mickey Mantle
• Rookie Cards of Hall-of-Famers: #392 Hoyt Wilhelm, #396 Dick Williams and #407 Ed Mathews
• Hall-of-Fame Players: 21
• HOF Player’s best card: #37 Duke Snider
• HOF Player’s worst card: #33 Warren Spahn
• Reprint set available

Willie Mays was first 30 HR/30 SB guy and also the first career 300HR/300SB guy.  Not only was Willie the first real five tool player, he could probably do each of the five skills better than anyone else in the game – except for maybe Mantle.

During his playing days Willie Mays was quite popular with the fans.  My clearest memory of Willie Mays was of him playing in the 1973 post season for the Mets.  The Mets beat my Reds in 5 games to go to the World Series.  By that time, Mays’ skills were about gone, but he was still fun to watch and actually had a very respectable post-season.

The thing that I always liked about Willie Mays baseball cards was that he was one of the few super stars that did not sign an exclusive contract and had both Bowman and Topps Baseball cards from 1952 to 1955.  I am not sure how Willie managed that and have never really heard any stories about it.

Willie Mays cards in nice condition are often tough to find.  The only reason that I can think of that makes his cards so condition sensitive, is that he was so popular with the kids when the cards were issued.  It seemed that everyone wanted to handle his card.

Two of the toughest Willie Mays cards to find in nice condition are his Topps cards from 1966 and 1970.  The 1966 Topps #1 Willie Mays baseball card is tough to find because it is the first card in the series.  We build a lot of 1970 Topps sets and it seems that we are always looking for the 1970 Topps #660 Willie Mays baseball card.

Willie's Real Autograph

Our boyhood heroes usually live past their glory years and we get a chance to see what kind of people they really are – good or bad.  Willie Mays has attended many sports shows over the years and the reviews from dealers and fans have not been the best. I have never been at a show that he attended, but he has a reputation as a grumpy signer of autographs.

I am truly glad that I do not have any negative personal experiences with Mays, so I can  remember him for what he did on the field.   My hope is  that history will also remember him more for his over the shoulder catch in the 1954 World Series than for his autograph appearances.  My fear is that this will not be the case, as history has not been kind to many of the great players of the game.  Only time will tell.

Willie's Wife's Autograph

Be very careful when buying Willie Mays autographs.  Back in the day, he had his wife sign quite a few of his and baseballs. If you have a very clear and readable autograph, the chances are that she signed it.  Willie’s true autograph is often a mess.

Dean’s Cards has just acquired two very nice Willie Mays cards that we are now offering for sale.  We have a 1952 Topps Willie Mays PSA 5 and 1952 Topps Willie Mays PSA 7.5 .  This is best example that I have ever seen of this card.



Since they went to all the trouble to compile the statistics, don’t you think that Topps Baseball Cards should have included the players numbers?

Baseball cards of these players are available to view and purchase at Dean’s Cards.

The 1975 Topps set included many innovations.  1975 Topps Baseball Card Set had team cards with each squad’s checklists on the back, 7 Highlight cards, the Topps 1951 through 1974 MVP cards, as well as Rookie Cards for four future Hall-of-Fame players.  Robin Yount and George Brett are THE best rookie cards of the decade, as they are regular sized cards and not the standard rookie cards that contained pictures four guys crammed onto one card.

By 1975, Topps had refined the production process to maximum efficiency. The 1975 Topps Set was printed in five different 132-card press sheets.  The cards were printed in equal quantities, had no high numbers, short prints or variations of any kind.

The 1975 Topps Baseball Card Set was just the second time that the entire 660 card set was issued all at the beginning of the season, instead of the of the series format used by Topps from 1952 to 1973.  The good old days of collectors chasing the new series issues as they surfaced were over.  Previously, we would check the local stores every other day or so to see if they received the newest series of cards.

Topps also produced a test 1975 Topps Mini Baseball Card issue that was distributed in Michigan and on the west coast.  The 1975 Mini’s were exactly the same as the regular set in everything but the card size.

At the in the time, the country was in the middle of a recession and Topps was looking for ways to reduce production costs and a way to lower the price of the cards.  Many of these 1975 Topps Mini’s were sold out of vending machines in an effort to bypass the retailers.

In 1975, most of us collectors were unaware that Topps issued a mini-sized card.  The Mini cards were basically ignored by collectors for several decades.  Over the last few years, as parallel sets have been introduced and become accepted, the 1975 Topps Mini Baseball cards have been steadily gaining popularity with collectors.

The MVP cards (#189-212) of the 1975 Topps set were my favorite innovation in that it gave collectors their first chance in many years to own cards that had Mantle, Campanella and Berra on them.  It also introduced us to past players and featured their MVP seasons.  It was our first real exposure to “Retro” Cards from Topps.

The 1975 Topps (& Mini) Baseball card set facts:

• 660 cards, issued in a single series
• Card Size: 2 ½” x 3 1/2”
• 1975 Topps Mini Card Size: 2 ¼” by 3 1/8”
• Innovations: Team cards with team checklists, Highlight cards, MVP cards, and All-Star Designations on the player’s regular card.
• Hall-of-Fame Rookie cards: #223 Robin Yount, #228 George Brett, #616 Jim Rice, & #620 Gary Carter.
• Most Expensive Card: #228 George Brett RC
• Strangest Card: #407 Herb Washington (Position: Pinch Runner)
• HOF Player’s Worst Card: #660 Hank Aaron
• HOF Player’s Best Card: #228 George Brett

Click here to buy 1975 Topps Baseball Cards at Dean’s Cards

Dean’s Cards is featuring a collection of PSA 7 Mickey Mantle from 1959 to 1968. Mickey’s cards are always difficult to find in pristine condition because his cards were always the ones that the kids liked to handle and show their friends.

The 1959 Topps Mantle card has the most value of this group and is extremely rare in this condition. Please also notice the latitude that PSA allowed for the wood grain borders of the 1962 Topps Mantle card.  I have  seen PSA do this before, but here at Dean’s Cards, we do not grade that lax.

These cards are all online and ready to buy.  Please click on the image to see the card. Enjoy the scans!

The 1939 Play Ball Baseball Card Set had a plain design but featured a larger card, crisper black and white photos and more detailed player descriptions than previous baseball cards.  About half the players in the 1939 Play Ball Baseball card set make their first appearance on a baseball card and are technically considered Rookie Cards.  If it were not for Play Ball, many players from this generation would have never had a baseball card.  The two blue chip 1939 Play Ball rookie cards are Joe DiMaggio and Ted Williams.

One possible flaw of the 1939 Play Ball set is that the players’ names are not on the front of the card.  Even if you know your baseball, you often have to turn over the card to determine who the player is.  This flaw must have been made known to the company by collectors of the day, because the 1940 set featured the names on the front of the cards.  If you watch my 1939 Play Ball Set Break video, you will see that I fell into this trap by incorrectly identifying a card as Dizzy Dean! The card is actually his brother Paul!

Another knock on the 1939 Play Ball Baseball card set  is that so many of the stars of the day did not have cards issued in the set because their cards were scheduled to be in this missing third series.  The most noticeable missing player was Lou Gehrig.  In 1939 no one realized that the big guy was sick and that 1939 would be his last season.  Some of the other Hall of Fame players that did not appear in the 1939 Play Ball set are Ernie Lombardi, Johnny Mize, Joe Cronin, Luke Appling, Bob Feller, Lefty Gomez, Lefty Grove and Joe Gordon – just to name a few.

Hank Greenberg

On the back of each 1939 Play Ball baseball card, it states that the set contains 250 cards, but Gum, Inc.  never issued the 3^rd Series of cards.  Baseball cards were a new product for the company.  My guess is that the production of the cards took longer than expected and as the season was nearing its end, the company became fearful that the planned 3rd series would not be issued in time to sell enough cards to cover costs.

The 1939 Play Ball baseball set is also very unbalanced in terms of players per team.  For example, there are 19 cards of Dodgers players, 15 cards for the Red Sox and Giants – while the Browns only have 5 players on cards, the Indians have 4, and the White Sox have only 2 of their players featured on cards.

The reason for this misallocation remains a mystery.  If you stood up and said, “Play Ball only bothered making cards of the best players!”, it is a good thought, but please sit back down, this logic does not hold.  The 1938 NL Champion Chicago Cubs had NONE of their players on cards in the 1939 Play Ball set! So, where are the Cubs?

None of the articles or books that I looked at even mentioned this fact.  Neither do the Beckett or SCD Price Guides.  The only reason that I noticed there were no Cubs players in the 1939 set was because of the advanced functionality of the Dean’s Cards website.

If you go to the 1939 Play Ball Reprint set (because it contains every card in the set) on DeansCards.com and look at the refinements tool in the right hand margin, you can see how many players are represented for each team. There had to be some reason for this misallocation, but it seems to be lost to history.

The 1939 Play Ball set has been largely ignored in collecting circles over the years.  Much more attention has been paid to the later, more advanced Play Ball sets.  Information about the 1939 set is limited and much of the insight in this article is my own.  Please feel free to add to or correct anything that I missed in the comments section below.

The 1939 Play Ball Baseball card set was a bold and innovative first issue for Gum, Inc. and began a grand new (but short-lived) era for baseball cards.  The Play Ball cards expanded the number of cards issued in the 1940 Play Ball set and added color to the cards for 1941 set.  Gum, Inc. was definitely gaining momentum, but that all changed (as did much of American life) the moment Admiral Yamamoto’s planes dropped their bombs on Pearl Harbor.  Play Ball was done after only three years, having its life cut short by the paper and ink rationing of World War II.

The very nice 1939 Play Ball Reprint set is available at Dean’s Cards for the budget collector.  The 1939 Play Ball Reprint cards are an affordable way to buy a Complete Set or build a Team Set at an affordable price.

Click here to see Dean’s YouTube Video about a 1939 Play Ball set break

Click here to buy 1939 Play Ball

Click here to sell your cards

Click to visit www.1939playball.net

1939 Play Ball baseball card set facts:

• Issued by: Gum, Inc. of Philadelphia
• ACC#: R334
• Size: 2 ½” x  3 1/8”
• 161 cards.  Issued in 2 series.
• Cards are numbered 1 to 162.
• Card #126 was never issued
• Innovations: Largest card size to date, actual player photos, detailed biographies, & the players full name.
• # of Rookie Cards: too many for me to count!  Probably more than half the set.
• Most Expensive Cards: are the Rookie Cards of #26 Joe Dimaggio and #92 Ted Williams
• 3 Rookie Cards of Hall-of-Famers: add #7 Bobby Doerr to Ted & Joe D
• Hall-of-Fame Players: 17 (by my count)
• HOF Player’s best card: #30 Bill Dickey
• HOF Player’s worst card: #50 Charlie Gehringer.  Not a bad card, but his hat seems crooked.
• Specialty cards: #106 Dolly Stark, an Umpire and #113 Al Schacht, the Clown Prince of Baseball
• Reprint set available

Williams was the best pure hitter in the American League for both the decades of the 1940’s and 1950’s.  He was an American Hero that took almost five seasons off to fight in two wars.  If Ted did not take time off to be a fighter pilot, he could have possibly broken Babe Ruth’s All-Time Home Run record.

Ted Williams is often compared to Joe Dimaggio as the most popular players of their day.  That debate will never end, but in terms of the most popular in terms of collectors, the nod has to go to Williams because he played nine years after Joe D retired and had many more cards than the Yankee Clipper.  Joe DiMaggio was never featured on a contemporary Bowman or Topps Card.

Ted Williams has to be the only player to have contemporary cards issued by Play Ball, Bowman, Topps and Fleer.  Williams really seemed to know how to work the card companies for the most money possible.

The 1939 Play Ball #92 Ted Williams Rookie Card is a fresh change for many of the portrait shots of that particular set.  The 1940 Play Ball and 1941 Play Ball Ted Williams cards are case in point.

Williams signed with Bowman in 1950.  The 1950 Bowman and 1951 Bowman Ted Williams baseball cards are nice looking – although similar cards.  Ted was in Korea and did not have cards issued in 1952 or 1953.  Ted Williams reprint cards are available for 1939 Play Ball, 1940 Play Ball, 1941 Play Ball, 1950 Bowman and 1951 Bowman.

The 1954 Bowman #66 Ted Williams card is his most valuable card.  Due to a contract dispute, the card was pulled and very few were printed.  Ted had jumped to Topps in 1954 for the big bucks and is featured on both the first and last cards of the 1954 Topps set.  Years later, Williams was one of the few players to not give permission for his card to be reprinted in the 1954 Topps Reprint Set.

Williams remained with Topps through 1958, until he jumped to Fleer in 1959 to have an entire set of cards printed about his life story.  1959 Fleer #68 “Ted Signs for 1959″ is the most expensive card of the set due to being pulled from production, because Bucky Harris did not want Fleer using his image.

Be careful when buying this 1959 Fleer #68 card as it was heavily counterfeited back in the 1970’s.  Dean’s Cards has seen quite a few 1959 Fleer sets where the seller was unaware that his #68 was a fake!  A counterfeit card #68 looks whiter than other 1959 Fleer cards when placed in the stack, has a thicker paper stock and somewhat of a checker board pattern on the front of the card.

Ted’s last Topps cards feature him as the Senators manager from 1969 to 1972.

The untapped market and how to get a piece of it

by Dean of Dean’s Cards

Originally written published November 20, 2005

The question that seems to be on everyone’s tongue for 2006 is “How do we bring the kids back into the Sports Card Hobby and then keep them for a lifetime?” 

The market potential for this segment is ripe.  Today’s kids have more time and money than any previous generation.  So why aren’t kids buying sports cards?  Many people have theories on the subject and the two most popular theories on why kids no longer buy baseball cards that we keep hearing are: a) there are so many card issues each year, and b) that kids are distracted by other options for their free time. Although there is some truth to each argument, I think that both of the above reasons miss the main point. 

The purpose of this brief is to address each of the popular theories on why young people are not buying sports cards, present a new perspective on the challenge and then offer a solution on how to bring the kids back into our hobby.

Argument #1:  For those that jumped up and yelled “There are too many cards issued every year.  Kids can not figure out what to buy!” 

 OK, I hear you. Now please kindly sit back down and consider the following.  So, is the number of products issued confusing kids?  The answer is “Maybe So”, but more products, also means more competition.  More competitors in a market offer a better selection for the buyer, improved products and competitive pricing.  Economics 101 taught us that these economic factors are all good things for the consumer in any industry. 

 The argument of “too many choices of cards to buy” makes as much sense as saying “Life was much better when the only cola choices were only Coke and Pepsi”.  Was life simpler? – Sure, but better? – Definitely Not.  What percentage of us still drink only Coke or Pepsi?  It may be a little more confusing these days when buying cola, but we seem to make out alright and the result has been ever increasing soda sales.  

 Back in the “good ole days, we had only had only three TV channels to watch, one type of sedan from each car manufacturer and could only buy plain potato chips. Who as a consumer wants to go back to that?  Competition has produced a great selection of products, more specific niches and greater overall sales.

 The people that get most frustrated with the number of sports card issues are often the old time collectors – myself included.  We remember when there was just one issue of cards, but today’s kids do not.  This multi-set environment is all that they have ever known.

 It is not realistic to blame the troubles in the hobby strictly on the numbers of products available for purchase. We have been hearing the “too many cards – the buyer is confused” excuse for so long that we now except it as a fact.  The truth is that this theory violates most economic principles.

 Economic Laws dictate that having more products for buyers to choose from has more positives for the consumer than negatives and will eventually produce and overall result of higher sales.  Economics principles also say that reducing the number of products may benefit the seller (not the buyer) through improved economies of scale.

 The number of card issues will finally begin to decline in 2006, but I doubt the gross number of cards sold will increase because there are less cards for buyers to choose from.  If economic principles hold true, the total number of sports cards sold in 2006 should decline compared to the cards sold in 2005! 

 Argument #2:  “There is too much neat stuff (other than sports cards) for kids to buy today…”

 There is a lot more competition these days for a young person’s dollars, but please remember the average child also has more money to spend than we did as kids.  The sports cards market can still get a smaller piece of the overall pie and still expand the hobby.

 I do not agree with the statement that sports cards have lost their appeal to kids.  It is just not true.  Kids still love to play with cards.  The Pokemon craze proves that.  When my son was 5 years old, he and his friends would sit around for hours playing Pokemon. 

 I love games and spent several hours one afternoon trying to figure out how to play the game of Pokemon.  I eventually staggered away dazed and confused.  The game is truly incomprehensible – not to mention BORING.  No one on planet Earth seems to really understand the rules to this senseless game, but lack of formal rules does not even slow the kids down.  They just make up their own rules and imagination takes over.  The pleasure for the boys seems to be collecting and then playing with the cards.

 No one is saying that external factors have not affected the sports card industry – but the bottom line is that these are factors that we as dealers can not influence in any big way.  So even if I am wrong about this, our most productive course of action is to focus on factors within the hobby that we dealers can change, improve and innovate.

 The real issue facing our hobby is that sports cards are difficult for the kids to physically get to and buy. 

The problem is that the industry is still trying to sell baseball cards in the same way they were sold fifty years ago.  Most dealers insist on using the same tired “Point of Sale” techniques that were in place when we ourselves were kids.  It is time to wake up and smell the bubble gum!  The buying patterns of kids have changed.  

The ole “Sales are low because the product stinks” line is the oldest excuse in the book.  This excuse removes the blame from both the dealers and the manufacturers.  Could it be that dealers have not changed their marketing strategy to suit the contemporary consumer? 

In our particular industry, the product is established and proven.  Baseball cards have thrived for a century.  Manufacturers have done their part in continuing to develop products that kids want but the baseball card “is what it is”.  The card itself has even evolved and more attractive today than anytime in the past.  

This point is simple to prove.  Just hand any sports minded a boy a pack of sports cards and watch the kids tear them open!  They love them just as much as we did as kids. 

The product is still good.  It is the outdated marketing and sales model that needs to be brought into the 21^st Century. 

Let’s explore how we bought baseball cards when we were kids.  We earned a couple dollars from doing our chores, then hopped on our bike and rode a mile or two to the local “Five & Dime”.  When we got there – we spent some of the money on candy.  After that, there was usually money left over for cards. 

America has changed.  Today, few kids even live near a local drug store and the “Five and Dime” has gone the way of the Milk Man.  Enter the Wal-Mart Super Center!  Even if kids live within two miles of a place that sold cards, which the vast majority do not, most parents would not let them go that far alone due to modern safety concerns.  Kids are now dependent of parents to drive them to either the Wal-Mart or across town to the local baseball card store.  That –in my humble opinion- is a real problem. 

Solution: If we want kids to buy sports cards then we must first market directly to the kids and then provide them an easier way to buy the product.   

For the last twenty years, the marketing effort for sports cards has been directed at the existing adult collectors, mainly because they have much more money to spend.  Today, the problem is that baseball card sales are declining in the adult segment in the hobby.  Tougher economic conditions force companies to focus to develop new markets.  The only logical new target market for sports cards is the young boys.  (How strange does it sound that “Kids are an untapped market for baseball cards?”) 

So how do we address this changed environment?  There is a simple answer that has been used in so many industries through out history: We implement new technology. In this case the improved technology is the Internet.   So why not sell cards to the kids online?  In fact, there is not another viable option.  

The main reasons that dealers should market online and target kids are clear and overwhelming: 

1. Boys (as a market segment) are a much more computer literate market segment than the middle aged men that we currently market to and look how successful online sales to men have been over the last decade. 
2. Kids know how to spend money online.  They all buy everything from toys to e-tunes.
3. Today’s youth have money to spend. 
4. Kids have much more free time to spend on hobbies than middle aged adults.
5. Just like the “Baby Boomers” that the Sports Card Hobby has historically targeted, the children in the U.S. are a very large segment of the population. i.e. There are a lot of them out these to sell to.
6. Young people are less mobile than our adult customers–as most are too young to drive.  It is far easier for them to buy online than to ask one of their working parents to drive across town to the nearest store.
7. Baseball Card Collecting remains one of the few things that a father and son can do together and both enjoy. 

The “kid” market is ripe, has plenty of dollars and it just waiting to be tapped – but for all the noise about bringing kids back into the hobby, no one markets directly to this market segment.  This is probably more the fault of the vendors than the manufacturers.  How many dealers have created websites designed to attract the 8 to 15 year old card collector?  If there is one – I have not seen it. 

The internet loves and rewards specific niches and this one is wide open.  An ideal kid friendly site would have games, chat boards, free downloads and lots of graphics.  It would not be that hard to design.  Just visit the sites that are most popular with kids and you can get some great ideas.  We do not have to “reinvent the wheel”, but only copy what is working to other industries.  Kids could find scans of the cards of their favorite players and buy them online.

 At some point a sports card dealer will be innovative enough to figure this out.  The first dealer that clues in on this and acts on it – will be rewarded.  Manufacturers would be wise to support these efforts.  I feel that we could do it at Dean’s Cards, but we have our hands full with vintage cards.

It is possible for card store owners get in the game and start selling to small niches of the hobby. It could be games, figures, statues, etc. Use promotions that you have been successful in your store and tested within your community.  If these programs work on a local level, why wouldn’t they work (with a few modifications) on the regional or even national level?  Think BIG!  Conquer the World. 

The e-store should be treated as a separate business for card dealers, but it could also benefit walk-in traffic for the store. Internet sales would allow stores to keep a wider selection of product to offer your walk-in customers.  This would attract people to your store from much further away and it is proven that the number of miles that a person drives to get to a store is directly correlated with the amount that he spends when he arrives. 

A simple website can be designed in a few hours for several hundred dollars.  Start slow and expand as business dictates. 

Examples in other industries

 This is the same basic trend that has revolutionized the music industry over the last two years.  The music executives fought innovation for years and insisted that kids physically go to the mall to buy their music.  IT DID NOT WORK!  The result was Napster.  Kids started buying tunes online and the music industry was forced to adapt its 20^th Century point-of-sale marketing techniques or die.  

Please notice that the music did not reduce the number of albums that are released – but increased the number of issues! The sports card hobby has now reached that same point as music industry was at a couple years ago – modernize or continue to decline.  The good news is the many of the old music stores have adapted, survived and thrived by expanding the type of products they carry. Baseball card stores must adopt the same type strategy or the current trend of store closures will continue. 

Conclusion 

Most of us realize that the traditional sports card store is under tremendous economic pressure.  This current buying trend in the card collecting hobby first appeared a decade ago.  As the internet and e-commerce has become more popular, the local “physical” card stores have steadily disappeared.  There is a strong correlation between the two events.  Unfortunately, for the physical sports card store there is no quick fix to this long-term trend.  But this trend has also opened new possibilities for innovative entrepreneurs. 

The recent reduction of new card issues market may eventually help the hobby – but if anyone thinks reducing the number of new card issues from 120 to 60 – is going to reverse the current collecting trends and its effect on the local card store – they are mistaken.  

The economic change in the sports card hobby is a classic business school case of innovation affecting an existing industry.  New technology changes the consumer’s buying habits.  Vendors either adapt or disappear. 

Overall eCommerce sales are doubling every year.  It is faster, cheaper and easier for the collector to buy baseball cards online.  Many baseball card buyers have proven they are willing forgo the personal interaction given in card stores in order to obtain the convenience, increased selection and discounts of buying online.  

The store owners who thrive in the coming years are going to be the ones that embrace technology and use it to promote and their stores.  Card stores can certainly maintain their local presence, but to they must become more “national” in the way that they sell their products.  

The baseball card store is not disappearing – it is just becoming “virtual” instead of physical. The e-store has a better selection, is more cost efficient and is more convenient via the internet.   The Physical Location of the store was very important twenty years ago.  Owners would pay top dollar for a prime location in a busy mall.  This is no longer the case.  Dean’s Cards is the “case and point”.  We sell to all fifty states. 

I believe that Dean’s Cards is a model of the 21^st Century Sports Card Store.  That said, if we do not continue to improve and adapt – Dean’s Cards will also get pushed aside by more innovative entrepreneurs. 

The dealer that does not implement new technology will be at a huge competitive disadvantage and will have a very hard time competing in the 21^st century.  The few select sports cards stores that survive will serve specific niches.  The exception to this rule will be a few stores in the major metropolitan areas. 

If it is possible for Dean’s Cards to come out of nowhere and lead the vintage card niche in online sales – it is certainly possible the progressive “brick and mortar” card store dealer to do the same thing within other niches of the hobby. If it is possible to market vintage cards to middle aged men online – then it should be much easier to pick online themes that will attract younger collectors (who are much more computer literate) to the hobby.   

Closing Comments

 The goal of this brief is to bring some self-awareness to the hobby that I love.  There is no way we can fix what is wrong in the sports cards hobby until the real problems facing us are clearly defined. 

The consumer is always the ultimate judge.  Sports cards dealers are slowly figuring out the things discussed in this paper and will adapt in time.  The innovative dealers will continue to thrive.  The weak will disappear. 

I am not discouraged by the negative comments that I sometimes hear about the sports card hobby.  The balance of power has shifted.  Many of the “old guard” that has dominated baseball card collecting for decades is being replaced by a new breed of innovative dealers.  

The displaced always make the most noise.  The card dealers that are doing well are the ones quietly going about improving and growing their businesses by giving cards collectors what they want. 

Less new card sales may be a little frustrating to some, but will hopefully have the long-term result of a stronger hobby.  If this paper can assist anyone associated with the hobby in “parting the fog” and then craving out a new niche, then the paper has served its purpose.  I truly believe that the best times for the sports card hobby are still ahead of us and kids will still be collecting baseball cards a century from now. 

Take Care,

Dean

 Dean’s Background

 Dean’s background includes an Undergraduate Business Degree from Auburn University and Masters in Business from the University of Southern California.  He also has 15 years of product marketing and sales experience in the software industry, where he helped businesses use technology to achieve sales.

 Dean escaped Corporate America and started Dean’s Cards in 2002.  In a few years, Dean’s Cards www.deanscards.com has become the largest online store for vintage sports cards.  Dean’s Cards features an online vintage card inventory in excess of 100,000 cards.  No other site compares.  

****Update to original article****

 As I was cleaning up the hard drive on my computer this weekend, I came across this article that I wrote four years ago.  The article was originally written as a submission for a contest held by Sports Co0llector’s Digest to win a free scholarship to the Hawaii trade conference that they sponsor.   The theme of that year’s show was “How to bring kids back into cards collecting”. 

 Someone else was awarded the free scholarship.  The Hawaii conference was originally created for the sports card shops and it seemed that the judges were looking for marketing solutions that would reserve the trend of the disappearing retail sports card store – without really asking shop owners to make any major changes.  The conclusions included ideas for special events and ways to give better customer service at the card stores and card shows.  In short, keep doing the same thing, but do it harder. 

 In fairness, I am not sure anything can halt the decline of the sports card shop. The real problem facing the card stores is that technology has changed the hobby and America’s buying patterns.  The internet has provided a faster, better and cheaper way to collect sports cards and goes together like beer and hot dogs. 

 It is very interesting to me to see what I was thinking back then, how much of it that we have implemented into Dean’s Cards and also how much has changed in the hobby.

 The following things have happened in the four years since I wrote the original article: 

1. The card manufacturers have greatly decreased the number of card issues.
2. Overall sales of sports cards continue to decline.
3. The professional sports leagues (MLB, NFL, NBA) have all reduced the number of manufacturers licensed to produce cards.
4. Sports card stores continue to disappear.  According to SCD there are now less than 500 card stores, down from over 5000 in the early 1990’s.
5. The Hawaii Trade Conference was moved to the mainland several years ago.
6. The SCD magazine continues to shrink in size. Some of the recent issues are now under 40 pages.
7. Dean’s Cards has since moved out of my basement into a 1500 sq ft office in 2006 and moved again to our current 3000 sq. ft. office in 2007.
8. Dean’s Cards (is the only dealer that I know of that) offers representative scans of almost all of the cards that we sell.
9. Dean’s now has 800,000 cards online and has grown several times over in both sales and number of employees.

Thanks,

Dean

December 14, 2009